Finding Your Single Story - Seattle Interactive Conference 2014
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The document discusses developing a "single story" for a brand, which is a guiding principle that builds an emotional connection with audiences. It emphasizes focusing on the "why" - the beliefs and reasons an organization exists. Telling a story from the inside-out about why you do what you do engages the emotional parts of the brain and inspires sharing. Planning media channels to share the single story helps brands have conversations and engage audiences. Examples are given of brand stories that created engagement and measurable results.
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Finding Your Single Story - Seattle Interactive Conference 2014
- 1. FINDING YOUR SINGLE STORY Goldie Jones & Lindsay Daniels
- 2. There is a focus on tackling immediate needs
- 3. instead of designing a smart framework.
- 4. Talking about what you make
- 5. instead of why you make it.
- 6. Tendency to talk about your product
- 7. rather than talking to your audience.
- 8. WHY CHANGE?
- 10. HACKING THE BRAIN understanding how we make choices
- 12. WHAT IS A SINGLE STORY?
- 13. A single story is a guiding light for your brand.
- 14. A single story builds an emotional connection with your audience.
- 15. A single story helps your brand utilize the media ecosystem.
- 16. FOCUS ON THE “WHY.”
- 17. “People don’t buy what you do. They buy why you do it.” - Simon Sinek - startwithwhy.com
- 18. why how what
- 19. why how what What you offer and make
- 20. why how what Process and factors that makes your product unique.
- 21. why how what ! What’s your belief? ! Why does your organization exist?
- 22. why how what Most organizations communicate from the Outside > In.
- 23. why how what Inspired organizations communicate from the Inside > Out.
- 24. Focusing on the “why” builds an emotional connection with your audience.
- 25. Focusing on the “why” increases impact and touch points.
- 26. Focusing on the “why” builds longevity.
- 27. APPLE 1997
- 29. APPLE 2014
- 31. why
- 32. WHY YOUR AUDIENCE CARES + WHY YOUR COMPANY EXISTS
- 33. ! = YOUR SINGLE STORY
- 34. HACKING THE BRAIN Biology and the Emotional Appeal
- 35. What happens in the brain when you talk about the product.
- 36. What happens in the brain when you talk to your audience.
- 37. Creating an emotional connection, connects to the part of the brain that makes decisions.
- 38. Feeling emotions triggers long term memory.
- 39. An emotional reaction inspires sharing.
- 41. emotional connection Media channels with largest outreach.
- 42. developing relationship Secondary media channels
- 43. Your own website product
- 45. YOU ! ! YOUR AUDIENCE
- 46. YOU ! ! YOUR AUDIENCE
- 50. STORY Under Armour women believes in the power of determination and believing in yourself. !
- 51. RESULTS YouTube 6,350,524 ! Sales Increased 34%
- 52. VIRGIN AMERICA Safety Video
- 55. ALWAYS
- 56. STORY Always used to be a story that no one wanted to hear or talk about. ! Now, it’s a story about girls being strong, confident and determined. !
- 57. RESULTS 48,500,000 YouTube Hits ! Increased Brand Awareness ! Larger Social Conversation !
- 58. DON’T JUST TELL THEM A STORY, GIVE THEM A STORY TO TELL.